Advanced statistic models applied to Social Media ads in electoral campaigns across Europe in 2019
DOI:
https://doi.org/10.31637/epsir-2024-1663Parole chiave:
Social Media, Facebook, electoral campaigns, ML-SEM, MNCLM, political advertising, EU, ads libraryAbstract
Introduction: There is an increasing need to establish an evaluation models for digital political advertising, especially in European cyberdemocracy, as EU legislation is not yet fully adapted to the digital mechanisms and reality. As such, it may raise the concerns, regarding the extent of influence of political electoral campaigns on social media platforms, in persuading the political preferences and votes. Methodology: The methodology applies the ML-SEM and MNCLM models to explore regularities recognition techniques and multivariate mapping techniques with the objective to evaluate the patterns of political advertising in the selected campaigns on Facebook ads library. Results: The study reveals the relations between ads features and the scope and social impact, including the characteristics of the audiences. It also proves the relations between content and social impact on audiences. Discussions: Without the application of advanced techniques in statistics those Social Media campaigns cannot be properly evaluated in terms of impact and statistical relations between qualitative and quantitative variables of political electoral campaigns in Social Media. Conclusion: The model demonstrated a considerable grade of influence of those campaigns related to the certain strategies of advertising on Social Media.
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